Google Updates AI Measurement Tools
Source: blog.google
AI-Driven Measurement Updates
Consumer journeys are increasingly dynamic, and marketers face pressure to demonstrate the value of their ad spending. Updates are being released to help advertisers improve their measurement tools and first-party data strategies.
Incrementality Testing
Incrementality testing is now more accessible, featuring significantly reduced spending requirements and an improved methodology. This allows users to accurately determine what generates added value across all campaign types, enabling corresponding adjustments.
Cross-Channel Measurement in Google Analytics
Enhancements to cross-channel measurement in Google Analytics will help to more effectively measure the entire customer journey and marketing ROI. Deeper insights, including impressions, across Google and other platforms will be provided in the future.
Data Manager
Data Manager is designed to help marketers improve performance by providing a central location to gather, store, and activate first-party data from any source, incorporating privacy through confidential computing. Recommendations to enhance data strength are planned. A new alternative, Data Manager API, which consolidates multiple APIs, is being introduced to boost ROI. This allows for a better understanding of a customer’s path and provides richer insights to drive AI and growth.